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Author: Albrecht Rothacher
Publisher: World Scientific
ISBN: 9812388567
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Author: Albrecht Rothacher
Publisher: World Scientific
ISBN: 9814482587
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Author: Albrecht Rothacher
Publisher:
ISBN: 9781800616998
Category :
Languages : en
Pages : 0
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Book Description
This insightful volume covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. Each case study comprehensively reviews the changes in the company's corporate structure and the successes and failures of its marketing and branding strategies over time. A wide range of business sectors is covered, including food and drink, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner/founder-run companies to consolidated management-led corporations.The wide spectrum of sectors and countries of origin featured also permits valid conclusions to be drawn on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies implementing thoughtless cross-national mergers ignore at their peril. This second edition has been thoroughly updated and enlarged to cover the crucial and often dramatic corporate developments of the past two decades.
Author: Barbara E. Kahn
Publisher: University of Pennsylvania Press
ISBN: 1613630255
Category : Business & Economics
Languages : en
Pages : 133
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Book Description
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Author: Jan-Benedict Steenkamp
Publisher: Springer
ISBN: 1349949949
Category : Business & Economics
Languages : en
Pages : 331
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Book Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Author: M. Roll
Publisher: Springer
ISBN: 113735917X
Category : Business & Economics
Languages : en
Pages : 356
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Book Description
This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
Author: Sicco Van Gelder
Publisher: Kogan Page Publishers
ISBN: 9780749444693
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.
Author: John P. Kotter
Publisher: Simon and Schuster
ISBN: 1439107602
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
Going far beyond previous empirical work, John Kotter and James Heskett provide the first comprehensive critical analysis of how the "culture" of a corporation powerfully influences its economic performance, for better or for worse. Through painstaking research at such firms as Hewlett-Packard, Xerox, ICI, Nissan, and First Chicago, as well as a quantitative study of the relationship between culture and performance in more than 200 companies, the authors describe how shared values and unwritten rules can profoundly enhance economic success or, conversely, lead to failure to adapt to changing markets and environments. With penetrating insight, Kotter and Heskett trace the roots of both healthy and unhealthy cultures, demonstrating how easily the latter emerge, especially in firms which have experienced much past success. Challenging the widely held belief that "strong" corporate cultures create excellent business performance, Kotter and Heskett show that while many shared values and institutionalized practices can promote good performances in some instances, those cultures can also be characterized by arrogance, inward focus, and bureaucracy -- features that undermine an organization's ability to adapt to change. They also show that even "contextually or strategically appropriate" cultures -- ones that fit a firm's strategy and business context -- will not promote excellent performance over long periods of time unless they facilitate the adoption of strategies and practices that continuously respond to changing markets and new competitive environments. Fundamental to the process of reversing unhealthy cultures and making them more adaptive, the authors assert, is effective leadership. At the heart of this groundbreaking book, Kotter and Heskett describe how executives in ten corporations established new visions, aligned and motivated their managers to provide leadership to serve their customers, employees, and stockholders, and thus created more externally focused and responsive cultures.
Author: Arun Kumar & N. Meenakshi
Publisher: Vikas Publishing House
ISBN: 8125942599
Category : Business & Economics
Languages : en
Pages : 969
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Book Description
Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.
Author: Paul Sparrow
Publisher: John Wiley & Sons
ISBN: 1444300024
Category : Business & Economics
Languages : en
Pages : 540
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Book Description
From the mid-1980s to the turn of the 1990s the international HRfield was considered to be in its infancy. There continues to beboth an evolution of territory covered by the field – aseries of successively evolving cultural, geographical andinstitutional challenges faced by the multinational corporation(MNC) – as well as more critical questioning whether this hascreated an expanded or a fragmented field. This book brings together the latest research on important“issues-driven” concerns that the field of IHRM now hasto face, absorb, interpret then reanalyse through internationallenses. This volume gives attention to those aspects of MNCbehaviour – choices about location, how they organize localsubsidiaries, choices made about technology, capital and labour,and choices made about investments and strategies – that aresubject to institutional influences. It also gives voice to anumber of contemporary issues – reverse knowledge flows,skill supply strategies, employer branding, e-enablement,outsourcing, global networks – that now need to beaccommodated within the field. Broadens the IHRM field to cover comparative and institutionalperspectives Provides a multi-level analysis of globalization phenomena atthe individual, organization, and macro level Focuses on the current problems and issues driving theattention of IHRM Directors
Author: David Shambaugh
Publisher: Oxford University Press
ISBN: 019062003X
Category : Political Science
Languages : en
Pages : 569
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Book Description
The rise of China is the most significant development in world affairs in this generation. No nation in history has risen as quickly or modernized as rapidly as has China over the four decades. This sixth edition of The China Reader chronicles the diverse aspects of this transition since the late-1990s. It is comprehensive in scope and draws upon both primary Chinese sources and secondary Western analyses written by the world's leading experts on contemporary China. Perfectly suited as both a textbook for students as well as for specialists and the public alike, the volume covers the full range of China's internal and external developments. During the past three decades China dramatically modernized its economy and taken a position as one of the two major powers in the world. Its mega-economy has skyrocketed to being the second largest in the world, and will soon surpass the United States on aggregate. The physical transformation of the country has been extraordinary to witness, with infrastructure development unparalleled in human history. Modern cities featuring futuristic architecture have literally risen from farmland across the country. As China has developed domestically, it has also taken its place as a major power on the world stage. Whether in its relations with other powers-the United States, Russia, and European Union-with its neighbors in Asia or other countries across the world, China is now a major factor in international relations. Its businesses are "going global" and its people are establishing their footprint from Antarctica to outer space. For all its newfound prowess, China's rise has not been a smooth process. Domestically, the nation's juggernaut economy has produced numerous negative social and environmental side-effects. Its political system remains anachronistic and authoritarian, with substantial repression. Externally, Beijing's rapid military modernization and regional territorial claims have alarmed China's neighbors. Its relationship with the United States is complex and increasingly strained. And its "soft power" remains limited. Still, the rise of China is the story of the current era. The China Reader is a perfect window into the complexities of this historic process.
